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| Strategic partnership: The Mayor of Ibia, Minas Gerais, Gillianno Mamao (left), sharing a light moment with Lim in Kuala Lumpur. |
KUALA LUMPUR: Malaysian health and wellness direct-selling powerhouse DXN Holdings Bhd (DXN) is strengthening its presence in Latin America with plans to establish a coffee processing facility in Minas Gerais, Brazil.
Its founder and executive chairman Datuk Lim Siow Jin said the move marks the group’s next strategic step in its expansion across the region.
“Brazil is the natural next phase in our Latin American journey. The region continues to drive our growth and Brazil’s market scale, demographics and increasing health consciousness align perfectly with our strong foothold in Peru and Bolivia,” Lim said after the Malaysia-Brazil Business Summit at the Renaissance Hotel Kuala Lumpur.
Joining Lim at the event was Gillianno Mamao, Mayor of Ibia, Minas Gerais.
According to Lim, Latin America currently contributes about 60% of DXN’s total revenue, exceeding RM1bil for the financial year 2025. The region’s share is expected to remain steady in the near term.
He said the Brazil venture will extend beyond traditional coffee processing, involving technology transfer from Malaysia and the introduction of innovative products such as seaweed coffee, fermented civet coffee (kopi luwak) and coffee-leaf tea — a new concept in Brazil’s coffee industry.
“We intend to bring new ideas and technology to Brazil’s coffee sector. Malaysia’s expertise in value-added coffee production is something we’re proud to share,” he added.
To support market entry, DXN established its first registered office in Sao Paulo in April 2024, focusing on regulatory matters, distributor training and operational groundwork.
“Since our launch, we’ve attracted over 11,000 members in Brazil — and the number continues to rise, showing strong local interest in Malaysian-made products,” Lim said.
He noted that Brazil’s climate and soil closely resemble Malaysia’s, allowing DXN to replicate its cultivation and production techniques with minimal adaptation.
“What works in Malaysia can be implemented almost directly there. It also opens doors for Malaysian entrepreneurs keen to expand into Latin America,” he said.
Lim added that the local government has offered significant incentives, including 10ha of free land, simplified investment procedures and lower land costs compared to Malaysia.
“Brazil is investor-friendly — with affordable land, ample space and straightforward licensing. It’s an encouraging environment for Malaysian investors,” he said.
DXN currently maintains a strong foothold across Mexico, Peru and Bolivia, with over 10 million active members worldwide, of which 60% are based in Latin America.
Meanwhile, Mamao voiced his full support for the project, saying it reflects Brazil’s growing partnership with Malaysia.
“As Mayor of Ibia, I welcome DXN’s plan to establish a major facility in our city. As our president Luiz Inacio Lula da Silva has said, Brazil and Malaysia will continue to be strategic partners in investment and joint development,” he said.
SOURCE: The Star
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